Rewarding healthy behaviour - View translations and additional information at arda.aitge
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Rewarding healthy behaviour View translations and additional information at arda.ai/tge/
DISCLAIMER
• ALL LEGAL TERMS AND CONDITIONS GOVERNING THE SUBSCRIPTION OF ARDAT ROUND A TOKENS AND/OR ARDAT TOKENS (EACH, AS REFERRED TO BELOW) ARE CONTAINED IN
THE RELEVANT SUBSCRIPTION AGREEMENTS THAT APPLICANTS WILL ENTER INTO WITH THE RELEVANT ISSUING ENTITY. THIS DOCUMENT CONTAINS GENERAL PUBLICITY AND
REFERENCE MATERIALS IN RESPECT OF THE ARDA PLATFORM, ARDAT ROUND A TOKENS AND/OR ARDAT TOKENS, AND IS NOT INTENDED TO, AND DOES NOT, CONSTITUTE ANY
REPRESENTATION OR WARRANTY. STATEMENTS IN THIS DOCUMENT (INCLUDING BUT NOT LIMITED TO ANY PRODUCT CLAIM IN RESPECT OF ANY PRODUCT (WHETHER PROVIDED
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THIS DOCUMENT (OR WITH VARIATIONS AS MAY BE), WHICH WILL BE SET OUT IN A SEPARATE AGREEMENT (AND NO EXPECTATIONS OF OR RELIANCE ON THE SAME MAY BE MADE).
FOR THE AVOIDANCE OF DOUBT, SUCH END USER TERMS AND CONDITIONS AND/OR LICENSING AGREEMENTS, AND POLICIES ARE SEPARATE FROM THE LEGAL TERMS AND
CONDITIONS GOVERNING THE SUBSCRIPTION OF ARDAT ROUND A TOKENS AND/OR ARDAT TOKENS.
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CONSTRUED AS, AN OFFER TO USE OR PARTICIPATE IN, OR A SOLICITATION OF AN OFFER TO USE OR PARTICIPATE IN, ALL OR ANY SERVICES THAT ARE OR WILL BE PROVIDED, OR
ACTIVITIES TRANSACTED OR THAT WILL BE TRANSACTED, AS THE CASE MAY BE, ON THE ARDA PLATFORM (OR ANY OTHER APPLICATIONS AND/OR PLATFORMS BUILT THEREON,
WHETHER DEVELOPED OR IN-DEVELOPMENT).
Overview: Where Arda fits
Our current health & fitness ecosystem is broken
Health insurers, retailers with loyalty
programs, advertisers, health researchers
Generic offers
People who should Raw activity data
be exercising
Raw data for user to view
Health & fitness hardware/software vendor
Health insurers, retailers with loyalty
programs, advertisers, health researchers
PROBLEM
Retail offers are blind to
Generic offers customer behaviour and
optimum timings
PROBLEM
The raw data is not
insightful and the health
sector can’t engage with it
People who should Raw activity data
be exercising
PROBLEM
The data is owned by the
Raw data for user to view
vendor, not the user
Health & fitness hardware/software vendor
Raw activity
data
Arda’s AI Platform makes sense of the data, and
smart contracts facilitate the sharing of insights from
activity data with all participants in the health,
wellness & fitness ecosystem
Health insurers, retailers with loyalty
programs, advertisers, health researchers
Targeted offers / rewards Rich customer insight
People who should Raw activity data Meaningful
be exercising activity data
Rewards for good behaviour Coaching insights & guidance
Health & fitness hardware/software vendor
Total addressable transaction
Connecting 3.2B stakeholders market in this ecosystem is
in one connected ecosystem
1.5B transactions per day.
Why can we achieve this?
We are world leaders in activity analysis • Our co-founders established the world’s first commercial sports science institute, and have been analyzing activity data for more than 30 years • Tested and proven at the elite level with World Champions (cycling, America’s Cup, triathlon, rowing, rugby) • Tested and proven with tens of thousands of beginners through corporate health programs • Built extensive domain-specific IP portfolio “The benchmark against which all training guides will be measured.” Frank W. Dick Former President of the European Athletics Coaches Association
This has led to an intellectual property portfolio that
uniquely enables us to enrich activity data
For data to be meaningful it has to have And then to be useful, once this data
context. has context, it should be used to give
advice given to the person who is
For example, heart rate is meaningless unless
we factor in the effort you are putting in, the exercising.
resistance involved (e.g. walking on flat ground
versus climbing a hill), what the heart rate
should be given your health status, whether you
are tired, and what effort you were supposed to
be training at.
Activity Classification System and Method Automated Prescription of Activity Based on Physical
(Status: Patent US 9,665,873, EU patent application EP Activity Data: US20160263439 A1 (Status: Current PCT,
2539837 A1; Priority Date: 24 Feb 2010; Continuance: US & EU patent application; Priority Date: 11 Oct 2014.)
US- 2017-0316425 -A1)Our platform and intellectual property is already
licensed by partners on runs on a variety of platforms
Major
national
defence
forceMultiple 3-month trials over 5 years with 1,500 total participants showed the value of using our methods
Who cares about richer data and insights?
Health insurers and public health systems care • The worldwide cost of diabetes is estimated to be US$825 billion • 1 in 3 Americans and Chinese have pre-diabetes, and active lifestyles can prevent 60–90% of these people from getting diabetes • The cost of heart disease in the US alone is US$444 billion • Regular appropriate exercise can reduce the risk of stroke (37% decrease), coronary heart disease (21% decrease), heart disease deaths (25% decrease) and all causes of death (13% decrease)
Retailers and advertisers care • Someone engaged in structured exercise … – is twice as loyal to the brands associated with that structured exercise – will stick with their exercise for twice as long – spends three times as much as a regular consumer • Making an offer at the right time in the consumer’s lifecycle increases conversion rates by over 300% • Rewarding customer loyalty with our tokens removes the liability for reward points from the retailer’s balance sheet
Consumers and health device vendors care • The average user sustains active use of current fitness devices for only 6–12 weeks • Only 10% of exercisers achieve their health and fitness goals (versus 90% who train using our system) • We can immediately halve the churn rate for users of health and fitness apps if we move them to structured training
TGE information
Establishment of Performance Lab Foundation
Performance Lab Technologies Limited transfers Arda Platform
IP to the newly created Singapore incorporated issuer (the
“Company")
• The Company is a subsidiary
of Performance Lab
Technologies Limited set up
to to facilitate the Arda
Platform ecosystem’s
Performance Lab Technologies Limited is issued transition to a fully
decentralised and
30% of ARDAT tokens in consideration for transfer autonomous network
of the IP to the CompanyARDAT Token: A new currency is born
ARDAT Tokens will be structured as a BCP compliant utility
token, giving participants the right to use the Arda
Platform.
Both end users that engage in activity, and providers of
services to these end users (e.g. health insurers) will pay
a fixed monthly cost to use the Arda Platform services.
Additionally, ARDAT Tokens will be used to pay for
transactions that are completed between and end user
and a service provider.
It is forecast that by December 2020, these transactions
will be turning over 50% of the total supply of tokens on
an annual basis.
Note: An ARDAT Token refers only to the main token and not to the ARDAT Round A token sold by Performance Lab Technologies Limited in an early
contribution round. For the avoidance of doubt, the Company did not have any involvement in the early contribution round.TGE Event To finance the scaling of the Arda platform, the Company will undertake a token generating event and distribute circa 328.5m tokens through a token generating event. This represents 36.5% of the total supply of ARDAT Tokens of circa 900 million. The proceeds of this sale will be used to acquire the Arda Platform intellectual property from Performance Lab Technologies Limited on an arm’s length basis, and to fund the on-going operation of the Arda Platform. ARDAT Token Allocation ARDAT Purchasers in the TGE 36.5% 328,500,000 Performance Lab Technologies Limited (Founders) 25% 225,000,000 Developers Reserve 7.5% 67,500,000 Reserved by the Company 31% 279,000,000 Total Tokens 900,000,000
The Company will use its ARDAT Token allocation primarily in four ways 1. Sourcing and incentivising new participants (both End Users and Data Consumers) who will enhance the Arda platform and ecosystem for all participants 2. Operational costs, infrastructure, and developers 3. Marketing and PR for the Arda platform 4. Supporting and growing the Blockchain and Performance Lab developer community
Our team
Senior leadership team
Waynne Dartnall Matt Halstead
Chief Executive Officer Chief Technical Officer
• Founder / CEO / seller • PhD in experimental and computational
of several successful global start-ups in USA, UK and NZ. neuroscience
• History of building scalable business with revenue growth • Four years at University of Auckland’s
from $0 to >$100Mpa. Bioengineering Institute, working on physiological
• Experience in business practices, stakeholder models and big data.
management, and staff leadership
Jon Ackland Baruch ter Wal
Chief Science Officer / Co-Founder VP Marketing and User Experience
• 20 years as a high-performance consultant • Masters in Philosophy (First Class Honours)
to world champions and world record holders across • Previously associate with McKinsey and Company,
a range of disciplines and a head of R&D at Carter Holt Harvey
• Author of 9 books, 2 are used as university texts • Co-Founder of UX-focused B2B design agency
• BSc, Diploma of Exercise Science
Kerri McMaster Angus Blair
Chief Strategy Officer / Co-Founder VP Product
• 20 years working as a specialist in health management • Extensive experience in Product Management and
• Creator of disruptive commercial corporate health User Experience design for a diverse range of media
management programmes including Web, Mobile, Watch and Conversational UI.
• Trained at Yoyogi Dojo in Tokyo and winner of two • Powerlifting New Zealand Team Coach and Athlete
consecutive world karate titlesOur development team Performance Lab has a team of software In addition, Performance Lab has a partnership engineers, testers, dev-ops specialists and with Centrality.ai, who has taken a strategic designers who have been working on the stake in the company. Centrality has one of the Arda platform for more than five years. They world’s largest blockchain teams, with over of have built robust solutions to meet the needs 40 blockchain engineers that have the skills of thousands of end users and companies and experience to deliver world class tools for such as Oakley, Intel, and Lifebeam. start-up founders.
Advisory team
Daniel Gillespie Aaron McDonald Roger Smith Jerome Faury Ruitao Su
Chief Operating Officer, Chief Technical Officer, Shareholder and the key 15 years senior P&L and Head of Mobile, Centrality
Blockhaus Blockhaus executive in driving the business management
More than 20 years in
global growth of a locally experience.
Over 12 years of international 20-year tech industry veteran development of mobile
owned unicorn
banking and private equity having experience leading teams Held GM to regional and applications with local and
(Independent Liquor).
experience: fund raising, deal across all aspects of technology. functional head roles including global companies.
origination, investment and Global M&A adviosry board Board and Non-Executive or
Co-founder of several
portfolio management. Held leadership positions in large of Euronet (NASDAQ:EEFT). advisory positions.
successful start-ups in the
technology companies managing Currently CEO of ePay NZ. Significant hyper-growth and U.S.
Held roles in New Zealand with
portfolios over $1b in value across Active angel investor exec leadership experience
ASB, in London with Deutsche His last 3 applications were
engineering and architecture, including Society One, My across digital payments,
Bank and Fortis BNP Paribas U.S Apple featured
product development and HR, Cin7 and Fingermark. healthcare and enterprise
and in the United Arab Emirates applications, and Rui has
management, marketing and software with industry leading
with Limitless and Istithmar been invited by Apple to
sales. companies like Oracle, Orion
World. present at developer
Health and Payment Express.
Investment Manager for a Aaron is now the managing conferences such as
portfolio of private equity assets director and co-founder of WWDC.
throughout the USA, South East Centrality, a Blockchain platform
Asia, Africa, and Europe. and ecosystem.
LEGAL AND INVESTMENT ADVISORSFor more information including intellectual property and coaching science, please refer to our white paper.
Appendix: Case studies within the ecosystem
Case Study 1: End user, “Andrea”
1. Andrea uses her “powered by Arda”
running app, marketed by Sports Co,
to track her performance. Because she is
so compliant with her training, she gets back
many of the tokens she spent on the service
as a reward for good behaviour.
2. Sports Co incentivises Andrea by linking her
to its loyalty program. She gets vouchers and
incentives to use Sports Co gear while she
trains.
3. Sports Co knows that customers who train
regularly spend three times as much as the
average customer, and are twice as likely to
recommend their gear to other runners. So
they are happy to support Andrea!Case Study 2: Marketer, “PowerDrink Co”
1. PowerDrink Co gives away
tokens with their PowerDrink to
be used for Arda training
programs and data capture.
2. PowerDrink Co forms a
partnership with a big brand,
Sports Co, so the token can be
used with Sports Co’s fitness
application.
3. The End User (Andrea) spends
her token within the app to get a
custom training program. She
sees that she can also spend
tokens on getting fitness
assessments and subscription
to advanced coaching features.Case Study 2 continued …
4. As she exercises, Andrea’s data is
sent to the cloud for analysis. Her
data is transformed into rich
insights including exactly what
training she did, fitness trends,
technique weaknesses, and
predictions about future
behaviour.
5. Research Org wants to include her
data in a health study looking long
term BMI reduction. They pay
Andrea in tokens.
6. Some of the revenue is
re-distributed to everyone who
helped bring the valuable data in —
which they can use for future Arda
services.The full picture
End users and third-party “customers” of
the Arda ecosystem can both start off
their engagement as Initial Token
Purchasers at a TGE.
ARDAT is the basis for transactions in the
Arda data ecosystem, enabled by the
blockchain. Data customers use ARDAT to
access data categorised and interpreted
by Arda, collected from end users with
their consent. These data insights can be
used tfor product development,
marketing programs, research projects
and custom user interactions.
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